The role of a manufacturer is quickly evolving from a producer to a partner, as demands for differentiation drive brands toward companies that can support product development from start to finish.
South Korea-based original design manufacturer Hansae has been building up its design capabilities to meet the market and separate itself in a crowded factory field. Although adept at large-volume production, the garment maker is responding to sourcing strategy shifts, as brands seek out faster turnarounds and closer collaboration with their suppliers. In 2021—slightly more than a decade after opening its New York design office—the group added a design office in Barcelona, Spain, planting roots in Europe.
More from WWD
Currently, around 95 percent of Hansae’s business comes from the U.S.—with clients including major retailers like Gap Inc. and Carhartt—but Europe is quickly scaling. Looking to accelerate this growth and narrow the reliance on the U.S. amid tariff uncertainty, the manufacturer is putting resources toward strategically expanding its European revenues. Per Hansae, it is the first and only South Korean firm to establish a research and development center in the EU, distinguishing it from its peers.
Situated in a major retail and fashion district in Barcelona, the office puts Hansae closer to its European customers, allowing for easy visits for in-person collaboration. Although Hansae has a New York office, some U.S.-based clients will also visit Barcelona to get a fresh take or incorporate a more European design sensibility to their collections. U.S. teams trying to sell into Europe also turn to Barcelona for market intelligence on reaching the continent’s consumer base.
All the Barcelona office’s design staff are native Spaniards, bringing a localized touch. At the helm is branch manager Sharon Riumbau, who brings over two decades of experience, including work as a buyer at Mango. Head designer Yolanda Ortin has worked in the industry for more than 25 years, including time within European fast-fashion companies.
Barcelona was a strategic choice since it is a destination that already attracts international design teams for trend hunting. Hansae’s design office does this legwork for partners, and its team is constantly on the lookout for trends. In addition to following and sharing insights from forecasting firms, the team mines social media, pop culture and television, runway collections, people watching and more to determine where style is headed. Taking each brand partner’s DNA into account, Hansae creates mood boards and presents trends in a way that fits their image.
